5.0 Findings and Conclusion 5. 1 Findings Demographic Profile of Respondents

The document summarizes findings from a study on social media usage among respondents in Gujarat. It finds that the majority of social media users are aged 20-30, are single or married, and use social media several times a day from their smartphones to interact with friends and family. It also finds that demographic factors are associated with social media usage behaviors and that attitudes, perceptions, and motivations are significant predictors of purchase intentions and word of mouth activity on social media. Respondents were clustered into three groups: social media believers, neutrals, and disbelievers. The conclusion is that the study provides insight into how social media influences purchasing among different demographic groups.

Uploaded by

Meenakshi

Available Formats

Download as PDF, TXT or read online on Scribd

0% found this document useful (0 votes)

28 views

5.0 Findings and Conclusion 5. 1 Findings Demographic Profile of Respondents

Uploaded by

Meenakshi

Available Formats

Download as PDF, TXT or read online on Scribd

You are on page 1/ 5

5.

0 FINDINGS AND CONCLUSION

5. 1 FINDINGS

Demographic Profile of Respondents

 The majority (60 %) of the social media users falls in the age group of
20 to 30. 32% of respondents are either college student or school
students while 28% of them are young executives working in some
company. 55 % of the respondents are single and never married while
39 % of them are married. 46 % of the respondents are post graduate
followed by 36% of them are graduates.

Usage Behavior of respondents

 Almost 95 % of respondents are using social media. More than 41 % of

respondents are using social media for more than five years. 95 % of
respondents are using social media to interact with friends followed by
colleagues and relatives.39 % of respondents used to log on to social
media for several times in a day. 30 % of respondents spends less
than 2 hours’ time on social media per week. 83 % respondents prefer
to use social media from their smartphones. 35 % of respondents used
to spend 5 to 10 minutes time on each session.

Association between Demographic groups and social media usage

 All demographic variables have an association and significant with a

number of years they are using social media and average time spend
on social media per week. Except for relationship status all other
demographic variables are important with how often they are using
social media. All demographic variables have an association with when
doing they mostly prefer to use social media and time spent on each
session except gender.

Chintan Rajani 96
Relationship between demographic groups with reasons for using
social media

 Share my experience on different things is not significant with the

occupation, gender and relationship status of respondents. Keep in
touch with friends and family is not important with occupation and
genderof respondents. Share photos; videos and movie are not
significant with age group, relationship status and qualification of those
surveyed. Make professional, and business contacts are not significant
with gender, income level, relationship status and qualification level of
respondents. Find some information is not significant with occupation
and genderof respondents. Searching new people, friends or contacts
is not significant with age group, occupation and income levels of
respondents. Get an opinion from friends, family, and experts is not
significant with relationship status and qualification level of
respondents. Entertain myself is not significant with occupation level.
Socialize is not significant with gender and relationship status of
respondents. Play games are not significant with occupation level and
genderof respondents. Share feedback about brands and products is
not significant with occupation and genderof respondents. Contributing
to online forums and discussions is significant with occupation and
genderof respondents. Editing wiki articles are not significant with
qualification level of respondents. Updating my own blog is not
significant with income level, relationship status and qualification level
of respondents. Posting or review or rating on various sites; Search
about product feedbacks and get freebies are not significant with
occupation level and gender of respondents.

The relationship between demographic groups and Attitude, perception

towards social media, purchase intentions and word of mouth behavior.

 Attitude towards social media marketing differs significantly with only

age group and qualification level among different demographic
variables. While it differs greatly with social media usage variables like
average time spend on social media per week, frequency and number

Chintan Rajani 97
of years using social media. Perception towards social media as a
learning tool to know about product/brands does not differ significantly
with qualification level and occupation level of respondents Moreover it
also differs significantly with all social media usage variables.
 Users purchase intentions through social media differs significantly with
age group, gender and income level of respondents. It also varies
significantly with all social media usage variables.
 Word of mouth behavior through social media differs significantly with
gender and age group of respondents
 55 % of respondents are a member of some Facebook page.
According to respondents, Facebook is most likely to influence opinion
or purchase intention followed by product comparison/ review websites.
Forum/blogs and Twitter are less likely to influence purchase intentions
of respondents.

Key motivating factors for using social media platforms

 Feedback and content sharing, Entertainment and socializing and

networking are the three main factors or reasons for using social
media.

Impact of motivation, perception and attitude towards social media on

user’s purchase intentions and word of mouth behavior

 Attitude towards social media marketing, perception towards social

media as a learning tool to know about brands/products and
motivations for using social media are significant predictors to predict
purchase intentions of users as well as to know word of mouth
behavior of social media users.

Cluster Analysis

 3 clusters have been formed with the help of k-means clustering

method and on the basis of respondent’s behavior towards social
media: Social media believers, social media neutrals, and social media
disbelievers.

Chintan Rajani 98
5.2 CONCLUSION
The studybasically aims to explore user behavior towards social media and
does social media influences purchase intentions and WOM behavior of
users. Young college students and executives forms majority portion of social
media population, habituated to use social media several times a day through
their smartphones.Sharing feedback or check reviews, entertainment,
socializing and networking are key motives behind the use of social media.
Attitude towards social media marketing, perception towards social media as
a learning tool to know about brands/products are significant predictors to
know about purchase intentions as well as word of mouth behavior through
social media. Three groups have been formed through cluster analysis which
has been named as social media believers, social media neutrals, and social
media disbelievers.

Chintan Rajani 99
5. 3 RECOMMENDATIONS

• The demographic profile of different users and their social media usage
behavior will be immensely helpful to the marketers of companies for
profiling and targetdifferent segment of people of Gujarat.

• Data related to the perception of individuals towards social media as a

learning tool to know about brands/products, as well as attitude of
people towards social media marketing, will be helpful to companies in
formulating effective social media campaign for their brands/products.

• The Research also highlights the perception of respondents about the

potential of different social media platforms to influence their purchase
intentions which will be helpful to companies in choosing appropriate
social media platform for the promotion of their campaign and may help
in efficient allocation of the funds from their social media marketing
budget.